In today’s hectic, frenetic online world, producing content for a diverse array of platforms is crucial to most company’s success. Online blogs, video and the variety of platforms and types of media are proliferating at exponential speed. What to do?
It is obviously mission critical to build brand trust among consumers. Certain types of content can be more effective at building trust, like educational content vis-à-vis advertorial content. The bottom line is that you need to build trust in your brand. Here are a few thoughts:
#1 – Take a step back. A big step. Look at the landscape and where you’d like to be perched. How do you want to be perceived – this is especially valid for the CI channel, with legs in both the Premiere and Luxury categories.
#2 – Trust in the Brand. Your brand. Your goal is to get your customers to spread the word that your brand is one that can be trusted.
#3 – Be seamless. Your online marketing and communications manager should strive to create more seamless experiences with your audience and build stronger relationships to the brand.
Time will tell how much video truly resonates with any given market segment and/or specific product or service. For the time being, I think it’s smart for CI channel media to experiment with a variety of formats and platforms. Especially when it comes to branded content.
And I think that educational content – how stuff works, benefits for end users, etc. – builds an affinity for the brand. Customers who read educational content feel greater trust to the brand and are more likely to purchase. So make sure – no matter what your online strategy is – that you always protect and project your brand as the one to trust.